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Breakfast Cereals in Singapore

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    Report

  • 24 Pages
  • November 2025
  • Region: Singapore
  • Euromonitor International
  • ID: 1449106
Breakfast cereals in Singapore is projected to see strong retail current value and moderate retail volume growth over 2025. This trend suggests that while consumers may not be purchasing breakfast cereal in much higher volumes, they are opting for higher-value products. This can be attributed to a growing preference for premium, indulgence or health-orientated, items, as well as the impact of inflation on retail selling prices.

This report offers in-depth knowledge of the market at a national level, providing local insight and understanding unavailable elsewhere. In addition to the latest retail sales data 2020-2025, it identifies the leading companies, brands and retail outlets, and assesses the key trends and demographic shifts behind consumer demand and sales growth. How key trends such as health and wellness, sustainability and recovery from the pandemic are currently shaping the market along with prospects for the next five years, clearly indicating how the market is expected to change.

Product coverage: Hot Cereals, RTE Cereals.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Breakfast Cereals market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

KEY DATA FINDINGS
2025 DEVELOPMENTS
  • Breakfast cereals develops as a category in retail and foodservice spaces
INDUSTRY PERFORMANCE
  • Demographic trends inform sales development in breakfast cereals
  • Rising popularity of muesli and granola reflects a shift to healthier and more natural options
WHAT’S NEXT?
  • Muesli and granola to gain ground on children’s breakfast cereals
  • Wellness trends to drive innovation in breakfast cereals in the forecast period
  • Foodservice trends expand consumption occasions for muesli and granola
COMPETITIVE LANDSCAPE
  • Nestlé invests in its strong stable to lead the field
  • Alpen is perceived as a better for you alternative to sugary breakfast cereals
CHANNELS
  • Wide store presence, large product offer and pricing strategies maintain the appeal of supermarkets
  • E-commerce offers convenience and value for money deals to win over consumers
CATEGORY DATA
  • Table 1 Sales of Breakfast Cereals by Category: Volume 2020-2025
  • Table 2 Sales of Breakfast Cereals by Category: Value 2020-2025
  • Table 3 Sales of Breakfast Cereals by Category: % Volume Growth 2020-2025
  • Table 4 Sales of Breakfast Cereals by Category: % Value Growth 2020-2025
  • Table 5 NBO Company Shares of Breakfast Cereals: % Value 2021-2025
  • Table 6 LBN Brand Shares of Breakfast Cereals: % Value 2022-2025
  • Table 7 Distribution of Breakfast Cereals by Format: % Value 2020-2025
  • Table 8 Forecast Sales of Breakfast Cereals by Category: Volume 2025-2030
  • Table 9 Forecast Sales of Breakfast Cereals by Category: Value 2025-2030
  • Table 10 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2025-2030
  • Table 11 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMERSTAPLE FOODS IN SINGAPORE
EXECUTIVE SUMMARY
  • Premiumisation and innovation amidst maturity spur retail value over volume sales growth
KEY DATA FINDINGS
INDUSTRY PERFORMANCE
  • Dried pasta and muesli and granola see the highest growth in retail value sales
  • Premiumisation and flavour profiles stimulate baked goods and instant noodles
  • Convenience underpins new launches in baked goods and frozen processed poultry
WHAT’S NEXT?
  • State support and new entries offer growth opportunities
  • New offerings to cater to an increasingly health-conscious consumer base
  • The foodservice tie-up is expected to remain a key strategy
COMPETITIVE LANDSCAPE
  • PSC Corp leverages strength in tofu to lead staple foods
  • Shift in dietary preferences boosts the performance of Weetabix’s Alpen
CHANNELS
  • Supermarkets develop through digitalisation, strategic partnerships and value propositions
  • Functionality, accessibility and safety improvements are behind e-commerce’s strong retail value sales growth
MARKET DATA
  • Table 12 Sales of Staple Foods by Category: Volume 2020-2025
  • Table 13 Sales of Staple Foods by Category: Value 2020-2025
  • Table 14 Sales of Staple Foods by Category: % Volume Growth 2020-2025
  • Table 15 Sales of Staple Foods by Category: % Value Growth 2020-2025
  • Table 16 NBO Company Shares of Staple Foods: % Value 2021-2025
  • Table 17 LBN Brand Shares of Staple Foods: % Value 2022-2025
  • Table 18 Penetration of Private Label by Category: % Value 2020-2025
  • Table 19 Distribution of Staple Foods by Format: % Value 2020-2025
  • Table 20 Forecast Sales of Staple Foods by Category: Volume 2025-2030
  • Table 21 Forecast Sales of Staple Foods by Category: Value 2025-2030
  • Table 22 Forecast Sales of Staple Foods by Category: % Volume Growth 2025-2030
  • Table 23 Forecast Sales of Staple Foods by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
SOURCES
  • Summary 1 Research Sources